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BY TOM KELLY, US SKI & SNOWBOARD

his coming February, nearly 300 million Americans The Olympics have always been inspiring to youth,
will tune in to NBC and its network family for the who watch their favorite athletes and dream of their own
T Olympic Winter Games in PyeongChang, South participation in the sport. NBC, America’s Olympic network,
Korea. Team USA will be dominated by the stories of US Ski conceived a program going into the Sochi Winter Games four
& Snowboard’s sport heroes, inspiring an entire generation of years ago that helped guide interested kids to clubs and resorts.
new skiers and snowboarders. Now, a more robust tool through SportsEngine.com will
Those inspired kids, and their parents, will have an provide easier access to information and will remain a year-
easier pathway to learn how they can get engaged in skiing round platform to help direct participants to sport programs.
and snowboarding. Olympic sports organizations, includ- More than ever before, this year’s Team USA lineup of
ing US Ski & Snowboard, are partnering with NBC and ski and snowboard stars holds the opportunity to truly inspire
SportsEngine Inc., a division of the NBC Sports Group, a nation. Tens of millions of viewers have already seen pro-
to help direct interested viewers to local clubs and resorts, motions for the likes of Olympic champions including skiers
providing an opportunity for ski areas coast to coast to Lindsey Vonn, Mikaela Shiffrin, and Ted Ligety, along with
get in on the Olympic enthusiasm. snowboard gold medalists Shaun White and Jamie Anderson.
As the official Olympic broadcaster in
America through 2032, NBC Sports is moti-
vated to help grow sport participation. It also
knows that it is uniquely positioned to help
sports, including skiing and snowboarding, grow
and to encourage an entire generation to get out
and participate.
“As America’s home for the Olympic Games,
we are dedicated to supporting the Olympic
Movement by providing a pathway to youth
sports participation,” said Jenny Storms, chief
marketing officer for NBC Sports Group.
“SportsEngine.com provides the tools to search,
Team USA’s stars for 2018 will be skiers and snowboarders including (left to right) compare, and sign up for a program, setting
Gus Kenworthy, Mikaela Shiffrin, Lindsey Vonn, Shaun White, and Chloe Kim. young fans on the road to becoming Olympians.”

56 | NSAA JOURNAL | EARLY WINTER 2017